Your 3rd° Business Diagnostics

Your 3rd° Business Diagnostic

When I moved house, I misplaced a book. I considered this book a marketing treasure. Which I would have read it 6-7 times.

This rare book has been out of print for years.

So over Christmas the break, I was going through a box which had been stuffed in the corner of my Garage, unchecked for over 2 years.

The box had been labelled Garage bits & pieces, So it had never been opened. I hadn’t needed anything from the box, so I never bothered to open it. But figured after 2 years I should check it out, so get rid of the box collecting dust.

I ripped the tape of the box and started rifling through the contents. It was filled with old tools & jars of screws & nails.

Stuffed down the side of the box was the black spine of a book, jammed in tight.

So I tipped the contents on the floor & coaxed the book out of its lost hiding spot.

It was my long lost copy of Breakthrough Advertising by Eugene M Schwartz.

Breakthrough Advertising

Breakthrough Advertising by Eugene M Schwartz

The last I checked on Amazon a couple of years ago, you get a new copy you would be looking at investing $1,117.75 at Amazon. I believe it was republished last year.

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I have just reread it again. even though it was written 1966, Breakthrough Advertising still relevant, I admit some of the examples are a bit dated.

What Does Your Prospect Already Know?

To make sure you are not wasting money on advertising, we need to determine what they already know.

So can work out if this needs to be Direct or Indirect ads.

The easiest way to figure out if you should come at a sales lead idea, head on or sidle up to it indirectly is to figure out where your prospect falls on the scale of Awareness…

Most aware – Prospect knows of your product knows what it does and know he wants it…

Solution aware – Prospect recognises that he wants what the product does, but doesn’t know there is a product that will do it for him…

Problem aware – Prospect has a need for the product but doesn’t realise the connection between the fulfilment of that need and your product…

Least aware – the prospect is not aware or won’t admit they have a desire…

Copywriter Gene Schwartz explains this…

If your prospect is aware of your product and has realised it can satisfy his desire, your headline starts with the product. If he is not aware of your product, but only of the desire itself, your headline starts with the desire. If he is not yet aware of what he really seeks but is concerned with the general problem, your headline starts with the problem and crystallises it into a specified need

Gene Schwartz – Breakthrough Advertising

Copywriter

This excellent rule to follow, when advertising, it will save you a ton of money.

So now we need to find your ideal clients…

If they’re more aware, then usually the more direct sales lead works best…

If they’re less aware, then the more indirect you’re going to want to go with…

Conducting Your 3rd° Business Investigation – Once you have these insights on your customers, your competition & your products. Your potential customers will feel you know them intimately and will trust you that you’re concerned about helping to reach their desired outcome…

Your 3rd° Business Diagnostic

When we conduct your 3rd° Business Diagnostic, we’ll be looking at 4 areas which impact your message:

Market Insights…

Prospect Analysis…

Competitor Analysis…

Product Analysis…

So we can gain a deep understanding of who you’re are talking to… Who you are competing with & what you are offering…

Getting the 3rd° Business Diagnostic Investigation on your business is your starting point & the most important phase because everything else hinges off these insights…

Gaining Marketing Insights

It’s time to get a clear understanding of your Market.

What Market are you in?…

What opportunities & gaps in the market you can seize & take advantage of?…

Are there any potential problems looming which could impact your business?…

What the overall Size & expected growth of your market?…

Here’s a sample of research we put together for a client supplying the Restaurant Industry.

Conducting the Prospect Analysis

We Have To Crawl Inside Your Customers Head & See The World From Their Perspective

You need to be in deeply tune intimate with who your audience is? Who your prospects are? With how they think & Feel? How do they act with their buying history?

The more you know about your prospects, the more you understand your prospect. The more you are able to step in your customer’s shoes empathise at where they at right now, the more effective your marketing message will be. Because your whole marketing message stems from who you are talking to.

We’re talking more than just basic demographics, you need to understand the phycology of your audience of why they buy

It’s critical to get the Psychic Profile of your Prospects

Who Are Your Ideal Customers

Knowing your customer is your most significant leverage point for all your marketing, product development and improvements, sales and profitability. It’s really the primary factor in growing your business.

1. What is the end result your ideal customer wants to achieve?

2. What are the roadblocks required to get them to the end result?

3. What can you give them that will move them closer to the end result?

4. What is their core/biggest fear (or fears) they have in getting to the end result?

The 5 Prospects Questions…

How do they think and feel? (Crawl inside their head and see the situation from their perspective)…

What do they want? What are the prospect’s deeper, unspoken desires?…

What do they already know? (About your type of product, your product, etc.)…

What have they always wondered about? Wanted to know? – wanted to understand better? (Interests)…

A general Understanding of the Age Range, Gender, Job/Title, Nationality, Location, Education Level and so on of your Audience ( Were not looking for an exact science here).., The average stop here…

Does your audience lean towards Gen X, Millennials Baby Boomers etc…

Are they made up of more men or women?

What TV Show, Books Music, Movies they have they experienced… We can use this info so we can talk in their language, giving us a reference that resonates with them & they can relate to us…

Do they have children… There’s no value talking about children if they’re mainly single…

Prospect Behaviour Profile

What prior purchases have they made? Is a common they are buying

Who are the experts they follow?

Favourite Periodicals?

Favourite Books? Stephen Covey 7 Highly etc

What are they watching

Wants: What does your prospect genuinely want? – The Outcome, The transformation, the result… The Change…

Emotions: How does your prospect feel right now? – point of angst? – How do they want to feel?

Beliefs: What are the closely-held concepts your prospects live by? (this is not a blank slate)

The Difference Between Wants & Needs

Wants are more compelling than needs.

Marketing is all about their wants, their desires, & delivering on what they need.

People know they need to lose weight, but they do it because they want to be in a relationship or they want to spend more time with their kids. This much a much compelling emotional reason than I need to Lose Weight.

Our job is to channel their existing desires not to create desires. What do they crave for, lust after?

Our aim as marketers is to craft a message that shows your prospects how your product or services can give them what they desire.

So we want to take their desires and turn it into demand for your product or service.

Your customers want outcomes (results), not products.

What would that perfect transformation be, so your copy needs to show them what it feels & looks like to get their desired result.

What headlines are they using? On their Sales pages, Landing Pages, Videos & Ads

Are their magazines in your market?

What imagery are your competitors using?

What ads are competitors using?

What media platforms are they on?

What value are your competitors giving away for free?

What are they selling?

Do they have a backend?

What’s their buying process like?

How do they package it? What happens?

What does your competitor funnel look like?

What do they say in their follow up emails?

What Is their Call To Action?

Now we can build a Strategic Marketing funnel which you can spend more to acquire a customer than Your competitors…

Once this research is done, you will have a good idea, how to reach these people…

It’s well known that the person who can articulate the client’s problem, is perceived to know how to solve the problem best.

Articulate someone’s problem better than they can

What might they have tried before that didn’t work?

What are they Afraid of?

What are their potential objections?

Who Is Your Ideal Client?

Sending the right message to the right people is the number one secret in marketing. Get this right and you will dominate your market because you’re tapping into the conversation that’s already going on in your prospects head